E o verbo se fez homem: as iconofagias midiáticas e as estratégias de docilização da sociedade de controle

• Ano de defesa: 2007
• Autor(a) principal: Mendonça, Carlos Magno Camargos
• Orientador(a): Baitello Junior, Norval
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Vertical; Horizontal; Iconofagia; Controle social; Homossexualidade; Subjetividade; Corpo humano
• Palavras-chave em Inglês: Vertical; Horizontal; Subjectivity; Iconofagia; Homosexuality
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4958

The general mission of this investigation is to analyze the ways about which the strategies of the control society find in the discursive regime of the propaganda and the publicity a fertile land to reach their maximum point: the body. We investigated as these regimes sight to model to the body and the subjectivity and where these find resistance forms. On the body they are, in addition to the multiple affection, desires and humors, you watch kind in this privileged scene of the manifestations of the human experiences. Place of conflicts, revelation of the identitários outlines, the body has caputured contours defined in investigations of the diverse areas of the knowledge. We understand that the science of the communication appears as locus privileged for the study of this object. Three principles were fundamental for the work of investigation and the construction of the analytical procedures: the reflections around the society notion to discipline, developed by Michel Foucault - consequently the notion of control society that Deleuze derives from this concept -; the slight knowledge of vertical and horizontal that Harry Pross coined; and the propose notion of iconofagia by Norval Baitello Junior. With the first notion we looked for to understand as the lines of force of the two societies (to discipline and the one to it of control) act like conformadoras of bodies, identities and subjectivities. With second we observed as the bodies in front of develop mechanisms of resistance the existing iconofagicos processes in the investigated discursive regime. With third we looked for to discover in the relational dimension of daily the positive aspect of iconofagia like resistance instrument. The empirical object of the investigation are texts verb-lines of vision spread in the Spanish magazine Zero (magazine of style, entertainment and behavior destined to gays). We resisted texts verb-lines of vision of magazine Zero with those of you confiscate French Têtu (segmented for homosexuals), Numéro Homme, Vogue Homme and Him Officel Homme (not segmented for homosexuals). Such resistance had like function to detect the similarities and the differences between texts verb-lines of vision that narrate the body of the man. We understand these texts like spaces of complex semiotics experiences, in which diverse planes of meaning articulate for the composition of the concept message